Why Like the Wind Is Expanding Print in the Age of AI — The Mr. Magazine™ Interview
As artificial intelligence reshapes publishing and audiences increasingly consume content through algorithms and screens, one independent magazine is proving there is still a growing appetite for something decidedly analog.
Like the Wind, the award-winning British magazine devoted to the culture and experience of running, recently launched its first U.S. edition after successful expansion into Japan. French and German editions are also on the way, reflecting a belief that beautifully crafted print magazines continue to offer something digital cannot: a slower, more immersive reading experience.
In this conversation with Samir Husni, known throughout the industry as Mr. Magazine™, publisher Simon Freeman discusses why premium print continues to resonate, how AI fits into his publishing strategy, and why human creativity remains at the heart of great storytelling.
From the Mr. Magazine™ Interview
Why launch a U.S. edition now?
Samir Husni: Why expand globally in print during a digital age?
Simon Freeman: "What the Japanese edition explained to us was that what we're really selling is 20 minutes with a cup of coffee, reading something that's not on a screen. We're selling a moment of calm. That's something readers everywhere understand."
Freeman explained that the U.S. edition also solves practical challenges by printing closer to American readers while allowing content to be tailored specifically for the North American audience. The publication now uses American spelling and includes stories developed exclusively for U.S. readers.
Building a magazine readers want to keep
The idea for Like the Wind began not with a business plan, but with a conversation between Freeman and his wife and co-founder, Julie, while running around Mont Blanc.
"I love the format of a magazine," Freeman said. "You read a story. It's done. You put it down. You don't have to remember where you are. I love long-form journalism. I love the way magazines feel in my hand."
Julie posed the question that ultimately launched the publication: Why doesn't running have a magazine like that?
Their answer became Like the Wind.
Marketing an analog experience through digital channels
Although the magazine celebrates time away from screens, Freeman acknowledges that social media remains essential for reaching new readers.
"We're selling a product that encourages people to spend half an hour or an hour off their screens," he said. "We're using those same screens to advertise it. What can you do?"
He notes that magazines are no longer discovered primarily on newsstands, making digital marketing an important bridge to readers seeking deeper experiences.
AI belongs in operations, not creativity
Freeman embraces AI where it improves efficiency, including transcription, subscription management and operational workflows.
"I don't believe that AI has the capacity to be truly creative," he said. "When it comes to the art, the imagery, the words in the magazine, the editing, that's got to be a human."
For Freeman, readers connect with authenticity.
"I want to read something that's come from somebody's heart. I want something that has come from their soul."
Why diverse voices make stronger storytelling
Asked how Like the Wind can continue improving, Freeman pointed immediately to expanding the range of voices featured in its pages.
"There is a continual need and drive to diversify the voices that are telling stories."
He believes the publication has a responsibility to reflect experiences across gender, race, culture and ability, helping readers understand that running is not experienced equally by everyone. Those perspectives, he says, ultimately make the magazine richer for every reader.
What keeps him up at night
Like many independent publishers, Freeman says the greatest challenge isn't editorial.
"We are pushing our business to the limits, and that is causing a lot of financial stress."
Despite those realities, he remains committed to investing in quality journalism and premium print experiences for readers around the world.
Editor's Note: These excerpts are adapted with permission, from The Mr. Magazine™ Interview with Simon Freeman, Publisher and Editor-in-Chief of Like the Wind, conducted by Samir Husni, Mr. Magazine™, and edited for length and clarity. To read the complete interview, visit the Mr. Magazine™ website.
